The Von Köck jewelry company in Vienna has transformed its boutique into a haven of personalized luxury, countering the tide of urban standardization. Situated on Graben, a historic shopping street, the boutique radiates tradition and exclusivity but also accessability and openness.

Graben, along with Kärntner Straße and Kohlmarkt, forms the vibrant core of Viennese commerce, steeped in centuries of history. Yet, with the advent of motorized transport, the street lost its charm, succumbing to noise and congestion. It wasn't until the conversion to a pedestrian area that Graben regained its former elegance. However, the late 20th century saw the influx of global brands, eroding the unique character of city centers worldwide. In this sea of homogeneity, the Von Köck boutique stands as a beacon of individuality, its design seamlessly blending with the urban fabric.

The tree as the central circulation feature not only serves as a presentation medium, but also accommodates a large part of the sales area via its five adjacent consultation boxes. The cozy loges are freely distributed throughout the space and represent the essence of the personalized experience concept through their intimacy and individuality - "Here I am alone with my consultant and he is there just for me." In the basement, the light falls through the spatial sculpture as if filtered through a forest canopy. The generous open space offers views of the buzzing shopping street, the historic house facades across the street and the shiny pieces of jewelry on display. The work of the watchmakers can also be observed from the salesroom as they carry out minor repairs and alterations in a recessed niche.

The high quality of careful craftsmanship is also clearly visible in the precisely crafted central sculpture. The gently curved shapes follow the natural fluidity of movement and were carefully crafted, bent and joined on site by skilled carpenters. The natural texture and tactile quality of the wood emphasize the organic design and gently draw the attention throughout the room. The advisory alcoves, which unfold from the wraparound upholstered band, convey a pleasant, welcoming ambience and the finely chiseled furniture does not appear like a commercial interior, but rather feels like carefully arranged furniture in one's own home.

The redesign of the jewelry store on Graben personifies in one grand gesture the philosophy, quality standards and clear vision of Felix Köck and Nattaya Englinger, who are now steering the fortunes of the family business in the footsteps of Felix's father. In doing so, they are setting up a clear statement against the uniformity of the artificially supercharged world of mediocracy by turning transparency into an important mantra, not just in architecture. From the trackability of all diamonds to the actual representation of the business as a grand welcoming gesture, the new Von Köck boutique evolves a traditional industry and breathes new life into it.